Without any live sports to sell to advertisers, media companies have to get creative. At DISH Media, they are harnessing their first-party data to identify sports viewers, and then, using data-driven solutions like addressable TV and programmatic marketplaces, connect brands to these sports-loving households on both its satellite system and OTT service, SLING TV. DISH pivoted quickly to develop its new sales initiative intended to reach sports fans without sports. Armed with data and targeting tools, DISH Media can sell its ad inventory to brands that want to reach sports fans who are now tuning in to non-sports content. DISH Media's director of national sales Jim D'Antoni (pictured below), a former ESPN sales executive, says fans are loyal and passionate about their favorite sports and teams, and their past viewing provides valuable information for retargeting ads for new campaigns.
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